It can be difficult for businesses to find the right online marketing strategy which will bring a website to the top of search results and generate leads. SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two major strategies to approach in order to drive traffic to a website. Both SEO and SEM work highly effective while proper SEO increases the likelihood of a website to appear on the first page of search results by a specific keyword or phrase, SEM is focused on purchasing advertising space on social media sites and search engines including Google. On the other hand, these strategies have downsides. In the case of SEO, it has a limit to control the sites appearing in search engine results.